Whisky distillery's canned beer: retired fighter Takeru takes his first drink

Matsui Shuzo Co. (Matsui Shuzo Gomei Kaisha), which runs the Kurayoshi Distillery in Kurayoshi, Tottori Prefecture, began airing a new television commercial for its Tottori-only canned beer, Tottori Beer (TOTTORI BEER), on three terrestrial channels in the San’in region (Tottori and Shimane prefectures) on 15 September 2026. The star is fighter Takeru, who comes from Yonago in Tottori. In earlier commercials he abstained, but now, after retiring, he raises a glass for the first time. It is a small piece of regional news showing that a producer best known for whisky is also putting effort into beer.

Four commercials of “I’ll drink when I retire”

Takeru is the first fighter ever to win titles in three weight classes in K-1, Japan’s stand-up fighting promotion. He has appeared in Matsui Shuzo’s commercials since his fighting days, but he kept to a strict regimen for his sport, and in the previous four commercials he said “I’ll drink when I retire” and never touched the alcohol. Now that he has stepped away from competition, his catchphrase has changed to “I’ve retired, so I’m drinking!” The commercial is titled “Takeru Finally Drinks” and comes in 15-second and 30-second versions. The video of the commercial itself and a behind-the-scenes film of the shoot were to be released in stages on Matsui Shuzo’s official YouTube channel.

A first appearance together as a couple, with his wife pouring

This time he appears alongside his wife, the actor and television personality Aoi Kawaguchi, for the first time as a couple. Takeru drinks the beer that Kawaguchi pours into the glass and exclaims, “Delicious!” On set, the balance of foam and liquid in Kawaguchi’s pour came out beautifully, and the crew reportedly cheered. In his comment, Takeru revealed that since retiring he has also enjoyed Matsui Shuzo’s whisky with friends.

Tottori Beer, made for the table

Tottori Beer is a series that Matsui Shuzo is promoting as a new staple within Tottori Prefecture. The aim was a “food beer” (shokuchu-shu) that you can drink with a meal without tiring of it. The recipe is kept simple so that the flavour of the ingredients comes through as it is and complements the food.

Unfortunately, Tottori Beer is sold only within Tottori Prefecture, so it will be hard to find in Europe. Still, the story shows a broader trend of Japanese whisky distilleries trying to build a local staple in beer as well. If you see the name “Matsui” in a European bottle shop, remember that this maker is from Kurayoshi, Tottori. Note that Kyoto has a separate sake brewery with the same name. To try the Japanese idea of a drink that goes with food, you could pair a crisp lager with salty dishes such as grilled fish or pickles.

Sources

Matsui Shuzo (PR TIMES), “Takeru retires and finally lifts his ban on alcohol! Matsui Shuzo’s new commercial begins airing in the San’in region from 15 September! First appearance together as a couple with his wife, Aoi Kawaguchi!”